The definitive Digiday guide to what’s in and out for advertising in 2025

Another year, another remarkable give and take for the advertising industry. See what we think is in store for 2025.

Additional coverage:

• A look at the arguments for and against the investment thesis behind Madison Avenue’s biggest-ever project.
• Marketers are regularly asking questions about how creative agencies are using generative AI and how they can integrate it into the creative process for their brands.
• Clean It, the result of a collaboration between HOMA and TikTok, is the latest example of TikTok's intentional bid to court game publishers onto its platform.
• Tech giants and startups alike have spent the past year building new generative AI tools for users and advertisers.
• It’s unsurprising that more teenagers aspire to become influencers, given how many grew up watching TikTok stars like Charli D'Amelio and Ariana Greenblatt go from social media to the big screen.

ICYMI:

• After several years of fits and starts, curation in ad tech is finally having its moment in the spotlight.
• As the creator economy swells, niche creators stand out capturing user attention and advertiser dollars.
• How marketers are generating avatars in minutes using audio, images or videos and produce content with hundreds of different backgrounds, outfits, tones and languages or gestures.
• While subscriptions are still a modest slice of Snap’s revenue pie, they’re giving the company’s top line a noticeable lift.
• We discussed with our research panels CTV and streaming’s increasing appeal, the advice they’ve been sharing with clients about programmatic buying, and how they’re working more closely with creative agencies.